Marketing research : text and cases
by
Wrenn, Bruce.
Title
:
Marketing research : text and cases
Author
:
Wrenn, Bruce.
ISBN
:
9780789027467
9780789027450
Personal Author
:
Wrenn, Bruce.
Edition
:
2nd ed.
Publication Information
:
New York : Best Business Books, c2007.
Physical Description
:
xi, 464 p. : ill. ; 22 cm. + 1 CD-ROM (4 3/4 in.)
Contents
:
Introduction to marketing research -- Research designs for management decision making -- Secondary data -- Primary data collection -- Measurement -- Designing the data-gathering instrument -- Sampling methods and sample size -- Fielding the data-gathering instrument -- Analyzing and interpreting data for decisions -- Advanced data analysis -- The research report.
Abstract
:
"Marketing Research: Text and Cases, Second Edition, the completely updated edition of the classic Haworth textbook, not only takes students step-by-step through cutting-edge design, conducting, and interpreting of market research, but is now updated to include the burgeoning field of Internet surveying. The book provides clear explanations of complex issues and includes a helpful instructors' manual, charts, graphs, figures, sample questionnaires, and case studies which make important points easier to grasp. The practice cases (including an SPSs 11.0 data disk) offer engaging real-world problems that test the student's research and analysis skills."--BOOK JACKET.
Subject Term
:
Marketing research.
Marketing research -- Case studies.
Added Author
:
Stevens, Robert E., 1942-
Loudon, David L.
| Library | Material Type | Item Barcode | Shelf Number | Copy |
|---|
| IIEMSA | General Books | 33168020403123 | 658.83 W945M 2007 | 1 |